More than 40 per cent of British internet users have said they are becoming bored of social media websites.
A new YouGov Media Consulting poll found people now expect sites such as Facebook and Twitter to offer more in order to recapture their attention.
This is not to say that social networking is no longer as popular – 95 per cent of 16 to 20-year olds have used Facebook in the past month – but things need to be kept fresh to prevent people switching off.
Small businesses need to make sure their Facebook page is as interesting, engaging and relevant as possible to keep fan numbers climbing. With 43 per cent of UK internet users claiming they are unlikely to talk about a brand on a social media site, companies need to take action to remedy this.
"It appears that whilst social media can be a key tool in the brand marketer's armoury, in particular to maximise commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing tool," explained media consulting director at YouGov Dan Brilot.
He added that to stand out from the crowd, small business social media pages have to offer that little bit extra.
How small businesses can have the best Facebook pages
The study highlighted how moneysavingexpert.com is a website that has become more social. Members can interact with one another, while its financial articles are informative.
Small and medium-sized enterprises can take this on board for their own Facebook pages. They could post links to their website's content about the sector they operate in. Estate agents can, for example, post articles about house prices and guidance for first-time buyers.
When placed alongside promotions of their services, a Facebook page will seem more interesting and engaging, rather than appearing to be solely for marketing purposes.
Using a service such as ContentPlus to oversee small business content marketing can help firms have SEO-friendly, professional and well-written copy on their website, increasing its effectiveness when promoted on Facebook.
Other tips for a popular Facebook page include:
• Asking users to 'like' the brand page. This will then show up on their friends' News Feeds page and pique their interest.
• Fans will want something in return for 'liking' a business's page. This can include a discount, exclusive content and sneak peeks, competitions and other attractive offers.
• Regularly upload new photos, statuses, videos and apps to keep people interested. Ask questions and invite feedback and respond to these comments.
What advice do you have for the ideal Facebook page?